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March 04, 2016 01:00 AM

H'wood presidents Sheen, Pullman in Chrysler ads

Jack Walsworth, Crain News Service
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    (Crain News Service photo)
    The new Chrysler-brand advertising campaign, centered on the 2016 Chrysler 200 and 300 sedans, debuted last month.

    DETROIT (March 4, 2016) — Hollywood presidents Martin Sheen and Bill Pullman are back for another set of Chrysler ads in the middle of a wild primary election season.

    Three new online Chrysler commercials, a continuation of the “Premium to the People” campaign, debuted March 2.

    Two spots — “Meeting” and “Write-In Campaign” — are 30 seconds while “Names” is a 15-second spot.

    Another 30-second commercial is tentatively set for a March 19 launch during the NCAA Men's Division I Basketball Tournament, according to a Fiat Chrysler Automobiles (FCA) spokeswoman.

    The campaign, centered on the 2016 Chrysler 200 and 300 sedans, debuted last month.

    The presidential theme stems from the roles the two actors played in Tinsel Town.

    Mr. Sheen played President Josiah Bartlet in “The West Wing” TV series. Mr. Pullman had the role of President Thomas J. Whitmore in the 1996 film “Independence Day” and will be in the movie's sequel, “Independence Day: Resurgence,” which is due to hit theaters in June.

    In the new FCA spots, the two actors continue their presidential conversations while sitting in the vehicles.

    • To view the Chrysler ads, click here.

    Chrysler 200 sales in February were 6,597 vehicles, down from 15,805 a year prior. Sales of the 200 hit 11,797 through February, down from 29,962 in the year-earlier period.

    February sales of its big brother, the 300, were up, albeit slightly, at 4,809 vehicles from 4,356 a year earlier. The 300 is also off to a better start through February, as FCA sold 9,443, up from 7,548 in the year-earlier period.

    Changing agencies

    The “Premium to the People” campaign was the creation of ad agency Wieden+Kennedy. Advertising Age magazine, a sister publication of Tire Business, reported this week that FCA and the agency are parting ways after a six-year run.

    (Clip from video)

    Martin Sheen and Bill Pullman reprise Hollywood roles as presidents in new ads for Chrysler.

    “Making your mark in the automotive category isn't easy,” Tom Blessington, managing director for Wieden+Kennedy, Portland, said in a statement. “But we're damn proud of the one we made with FCA. We're even more proud of the company's turnaround. Parting ways is always hard, but sometimes it's just the right call. We wish FCA all the best.”

    Some of the most famous collaborations between the ad agency and auto maker happened during the Super Bowl.

    In 2011, there was the “Born of Fire” Chrysler spot featuring Eminem and the “Imported from Detroit” tag line. In 2012, Clint Eastwood was featured in the “Halftime in America” spot.

    _________________________________________________

    This report appeared on the website of Automotive News, a Detroit-based sister publication of Tire Business.

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